From gyms to business centers, hotels can attract guests by providing unique services and amenities. One offering that hotels may want to consider is a spa, which can appeal to guests and members of the local community. Hotels that provide this amenity need to ensure that they offer their guests an exceptional experience. A great spa can prompt guests to return to the hotel. The following are some tips to keep in mind when it comes to creating an outstanding hotel spa:
1. Focus on making a good first impression.
First impressions matter a great deal, so guests should not only feel welcome when they enter the spa, but they should also be excited about the experience they are about to have. The entrance to the spa sets the tone for the rest of the visit, so the design should reflect the overall theme and make people want to explore more of the building. Ideally, the entrance to the spa is in a heavily trafficked part of the hotel, which will make people curious to come in and see what it has to offer. Service is also an important part of making a good first impression. Offering something as simple as a glass of water with a sprig of mint can go a long way toward making people happy, helping them to feel comfortable, and starting the relaxation process. Ultimately, a spa is all about relaxation, so service should be prompt. The overall atmosphere needs to be conducive to relaxation.
2. Consider all types of guests.
Everyone should feel welcome at the spa, including families with children. When a spa provides activities for younger people, whether it’s manicures and massages or games in the pool, it provides parents with time to relax. Even when spas offer such programming only for a certain period of time during the day, it can drive profits since parents will be more likely to book appointments. Getting time away from their children and knowing that they are having fun will attract parents. Spas must also consider the types of guests they want to attract and how to best cater to them. For example, a hotel that caters primarily to business travelers can offer abbreviated, 30-minute services that they can use to indulge during their lunch breaks. Guests may also appreciate night services after a long day at the office. Once a hotel begins to offer these unique services, they need to be advertised online, in person, and through in-room materials in order to encourage guests to book appointments.
3. Build the spa into loyalty programs.
A hotel spa is a great way to get people to come back and stay. While a great spa can do that on its own, it is even more helpful to incorporate the amenity into a loyalty program. For example, perhaps guests can obtain a free service for every three stays that they book. Hotel owners can also use it to encourage people to sign up for a loyalty program. Offering a massage in exchange for signing up for the program can facilitate the collection of information for direct marketing purposes and also help to draw customers to the hotel. The other side of the coin is the creation of a separate loyalty program specifically for the spa. Offering free services after a certain number of visits will encourage people to indulge more often. Integrating these two loyalty programs can point to special marketing strategies. A guest who has not stayed in awhile, but who always uses the spa may return with the promise of a free facial at the next booking appointment.
4. Prioritize high-quality products.
Spas are largely defined by the quality of the products that they use. Hotels often already have partnerships with the suppliers of bathroom products, and these companies may also be able to offer high-quality spa products at an affordable price. If not, then partnering with a different product supplier can help the spa get the best products for its customers. When hotels can obtain customized product lines, this can help to attract customers, but it is often only possible through the larger chains. Hotels should also consider how the products that they use reflect the overall brand. A brand that focuses on sustainability should ensure that it sources products responsibly and advertises this fact. Hotels can even attempt to offer unique, specially made scents for their guests and then offer these products for purchase to take home to drive additional income from the spa.
5. Invest in durable, comfortable furniture.
Since spas are all about relaxation, guests will typically spend a lot of time using the furniture, whether that means sitting down during a pedicure or laying back beside a pool. Since people will spend so much time using this furniture, it makes sense to invest in the best products available in terms of durability and comfort. If the furniture in a spa appears cheap or worn, that can easily color the entire experience. Even worse is a chair that is simply uncomfortable to sit in when someone is trying to relax. When this happens, guests may not only avoid returning, but they may also recommend that their friends try a different location. While the upfront investment can be quite high, furnishings are a key part of the spa experience and a way that hotels can set themselves apart from other options in the area, which is particularly important in attracting customers.